More than half (53%) of all website traffic is organically driven rather than paid, yet many nonprofit managers disproportionately focus donor acquisition efforts on paid media at the expense of SEO strategies that might get them more bang for the buck in the long run, argue the authors of a new report on the topic.
The 2023 Nonprofit SEO Benchmark Report provides a report card of sorts on nonprofit SEO efforts to date, broken down by sector and region. It was compiled from an analysis of more than 2,500 organizational websites for RKD Group, a fundraising and technical services provider.
Nonprofit hospitals and health charities were found to be head-and-shoulders ahead of other nonprofit categories in SEO with environmental, education, and relief and development organizations also receiving high marks overall. Local and regional causes, such as rescue missions, animal welfare, and food banks, tended to receive the lowest scores.
Six of the organizations studied were singled out for praise and were so far ahead of the rest that they had to be excluded from the overall sector rankings so as not to skew the results: Four of them — the Mayo Clinic, Cleveland Clinic, American Cancer Society, and Icahn School of Medicine at Mount Sinai (New York City) — fell under the health and hospitals category. The other two were the Smithsonian Institution and AARP Foundation.
SEO has emerged as an entire discipline unto itself but boils down to the consistent use of strategically chosen...
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